Objective: • Launch the first ever Yotel, at Gatwick airport. • Generate brand awareness and positive coverage
in national, lifestyle, online
and international media
Activity: • Threepipe organised sneak previews with key consumer
and lifestyle media
to secure coverage in the advance of the opening,
with Simon Woodroffe
on hand to give briefings to selected journalists. • We also commissioned some quirky photography of
Yotel's founders walking
around Gatwick in their pyjamas to emphasise the
proximity to the check-in
desks!
Results: • The media results were outstanding, with positive
features in every quality national
newspaper, along with consumer and business traveller
titles. • Occupancy rates for Yotel Gatwick were at 80%
in the first week of opening
and Yotel has since opened at Heathrow and has
plans to expand internationally.
